Make Competition Irrelevant - What Makes You Different?

Wright: Traditional marketing tells us that we need to talk about the offer. But if you really want to make competition irrelevant, you have to talk about something that's different. Wright has four messaging buckets in which he and his team develop messages for their clients. He says they start with authority before going deeper into personality or vulnerability. "Where i am putting my money ... how is it impacting the world at large? We have a very consumer conscious"